Botanicals become art!
The Echigo-Tsumari Herbal Distillery's goal is to create spirits that are uniquely Joetsu.
<Part 2>.

Among the craft distilleries that are springing up one after another across the country, the Echigo-Yakuso Distillery has a unique concept that sets it apart from the rest.What kind of spirits are they aiming to produce in Joetsu, a fermentation centre!

writer：Ryoko Kuraishi

Open-air gallery space on the second floor of the distillery.It displays artwork on the theme of fermentation and plants by the pot stills.

Fermentation and distillation is a living art

What is interesting about the Echigo Herbal Distillery is that, as a distiller from a different industry, it has no fixed ideas about alcohol and a new perspective has been adopted.

One example is the incorporation of art into the distillery.

Moreover, it is not just an art gallery, but a way of making the distillation process and the finished product feel like a piece of art. ......

Fermentation and distillation are areas that are beyond human control.

Even with modern technology and knowledge, micro-organisms cannot be completely controlled.

That is why the climate and regional characteristics are so important, but in the sense that nature puts its hand into human work to complete it, it is the same feeling as creating a work of art," says Kazushi Tsukada, representative of the company.

So, instead of a factory that handles industrial products, they aimed to create a space like a gallery where spirits are handled as if they were creating a work of art.

The fermentation and subsequent distillation process of 80 wild plants is an art in itself, says Tsukada.

As both the wildflower enzyme drink & food have been developed under the theme of health, the distillery itself has been designed to be recycling-oriented in consideration of the natural environment.

In addition to recovering the alcohol produced during the fermentation process of the wildflower enzymes to make gin, the distillery is also involved in attempts to eliminate waste and other losses.

Plant materials such as wild plants and herbs used to make gin and spirits are processed into agricultural fertilisers, which are then used to produce herbs in the fields where the fertilisers are used.

These herbs are used to produce enzyme drinks, gin and spirits. ......

The keywords 'art', 'circulation', 'architecture' and 'fermentation culture', in addition to 'craft gin', have helped to develop a beginner segment that has never been interested in alcohol, has never drunk gin or spirits, or even wondered what gin is in the first place.The brand has even been able to tap into the beginner segment of the market.

Scene at the Japanese Fest 2022 exhibition, where Japanese spirits are gathered under one roof.

Attracting people who had no connection to the bar in the context of culture.

I myself was not familiar with gin, but when I took a quick look at gin bottles from around the world, I thought, 'the jackets are stylish, I'd love to taste a drink with a jacket like this', so I paid particular attention to the bottle design.

The words botanicals, aroma and fermentation in particular tend to appeal to women, so the bottle design has a soft, delicate touch.

It is not only the design that has been designed with women in mind.The selection of botanicals for the gin was also made with women's perspectives in mind.


For example, the key botanical in THE HERBALIST YASO GIN and THE HERBALIST YASO SPIRITS, the 'queen of herbs', is a Japanese herb that is said to be effective for women's problems and has beenIt has been used as a folk medicine.

Not only its ingredients but also its aroma has been shown to relieve irritation and anxiety caused by female hormonal imbalances.

On the left is the classic THE HERBALIST YASO GIN, ¥6,380; on the right is the non-alcoholic YASO Botanical Syrup BUTTERFLY PEA, ¥2,700, which maintains the cool, refreshing colour of Butterfly Pea with a minty kick.

THE HERBALIST YASO line-up is divided into two main categories.

The standard THE HERBALIST YASO GIN and YASO SPIRITS allow you to enjoy the harmony of 80 wild plants and herbs, including mugwort.

On the other hand, the limited edition products, which change monthly, are based on THE HERBALIST YASO GIN, with the aroma of the single botanical that is the focus of the month added.

The special feature of these products is that the aroma is fully expressed, for example, cocoa in February, butterfly pea in summer, which changes its colour from blue to pink when made into a gin and tonic, and cool, refreshing fir tree in December.The idea is to taste the aromas of the botanicals that are unique to the season.

The recommended way to drink THE HERBALIST YASO GIN is with a gin and tonic.Enjoy the fresh aroma of THE HERBALIST YASO GIN, which is based on the concept of 'imaginary fruit in the forest', with this classic cocktail that no one will dislike," says Tsukada.

Spirits loved by the community

Many female groups and people in their 20s, who have never heard of spirits or visited a bar before, participate in the distillery tours.

Ms Tsukada's aim is to establish a gin and tonic culture in Joetsu City by communicating to this target group and encouraging them to taste gin at the distillery.

'At the distillery, we want to involve local businesses and producers, hold regular marches, pairing salons and sauna events to familiarise local people with gin.

We also collaborate with local bars to provide cocktail recipes on social networking sites and videos.

In this way, the aim is to revitalise Joetsu City as a town of fermentation by designing the region with a wide range of content centred on gin made with wildflowers.To encourage adults as well as families with children to come and visit the distillery and enjoy Joetsu in ways other than just drinking.

That is what the Echigo Herb Distillery wants to achieve in Joetsu."